As the HubSpot Blog’s Audience Growth Manager, certainly one of my duties involves developing highly shareable blog posts that pull in non-organic traffic from sources like email, social media, and other websites.
Through building non-organic traffic strategies for my team, I’ve learned that referral traffic — which comes from other sites backlinking to our content — can majorly benefit the overall blog site.
It goes without saying that getting another site highlight your articles is great for brand awareness. However additionally , backlinks can also increase your search engine authority.
When high-authority sites link to your content, search engine algorithms take this into account whenever ranking your content on result pages. This means that the more back links you get from credible websites, the higher your search rankings could get.
However , although referral traffic can be vital for your blog’s success, it’s also the hardest to earn.
When a HubSpot Blog post will get a backlink, this generally means that a person has found the content, valued it, plus shared the post’s WEB LINK on their own website. Then, when others find and click on this shared URL, this results in referral traffic.
To put it briefly, a person working for a website or online publication has to discover our content and figure out that it’s valuable, credible, or engaging enough to share with their site’s audiences.
Because obtaining referrals can be challenging plus complex, I’ve worked closely with Irina Nica, the Sr. Marketing Manager of Product Awareness — plus HubSpot’s resident backlink expert — to develop the blog’s link-building playbook.
Although it requires time and solid analysis to create posts that make quality backlinks, Nica and I find that the traffic profits are worth the effort.
To assist other bloggers in their quest for referrals, search authority, plus non-organic traffic, here are 3 types of blog posts that complete backlinks, according to Nica.
three or more Types of Blog Posts That Get the Most Backlinks
Tell Tales Backed By Original Information
“The blog posts that usually get the most backlinks are backed by original research and data, ” says Nica. “If these blog post sides speak to wide audiences, they can even increase the chance of press mentions. ”
Why? Individuals use data to make decisions, inspire their own content, and learn more about their industry. Therefore , when you publish original information, it’s not shocking to think that will other sites might be interested in sharing your research by citing, quoting, or directly connecting to it.
But , while it could be tempting to just throw a number of original stats into a blog post’s body and hit “publish”, Nica says the backlinks for a post will be even stronger if you tell a story about how those statistics impact your readers.
“The key is to help visitors find meaning in the data you present by telling a compelling story, ” Nica says. “Stories make data appealing and unforgettable. A good story is often one particular that’s related to recent activities that made the headlines, or provides context with an issue that affects an array of readers in your industry. inch
“We recently launched a data-driven piece that’s relevant to recent news: How COVID-19 Is Impacting Sales plus Marketing Performance, ” Nica says. “Because it’s well-timed and it provides useful information for marketers and business owners around the world, this article earned greater than 500 backlinks from more than 200 referring domains, inch Nica explains.
The HubSpot Blog also publishes helpful, data-driven posts that relate with industry trends, common strategies, or topics related to the subject matter expertise, rather than simply news or events. These types of posts are also very linkable because they aim to help readers with day-to-day tasks, tactics, or decisions.
For example , I recently wrote a post known as, Instagram, Facebook, or Snapchat: Which Stories Are Individuals Actually Watching? In the publish, I shared results from s i9000 survey of more than 300 customers about their social media Story preferences.
“Pam’s article solutions a relevant question for social media marketers — which are a significant part of the HubSpot Blog market, ” Nica says. “To create this piece, Pam used a survey tool called Lucid to gather data. Then she used internal expertise to dig much deeper into these results and explain how this effects our work as marketers. ”
Nica says that the blog post received more than 960 interpersonal shares in the past six months plus over 500 backlinks from 100 Referring Domains. It was also mentioned in a publish from another marketing weblog, Buffer.
Molding Dull Data Sets into Intriguing Tales
Even if your data doesn’t connect with an event or viral social media trend, it can still be compelling to readers if your blog post clearly explains why they have valuable.
When HubSpot blog owners are tasked with informing an intriguing story around data sets, we first try to explain how every major stat could impact marketers, sales reps, or even service reps, depending on the target audience we’re trying to reach. In certain posts, we also might give tips on how to adjust or accept business tactics based on major facts or figures.
Below is an example of how we draw out a full story from a few basic stats about Black Friday ads. Although this post pertains to a newsier topic, you may use the format as motivation for data-driven posts associated with almost anything in your industry.
To make the information given in this post easy to eat and interesting to the viewer, we created a list item and intriguing subhead around three major Black Friday survey data points. Then, we-took the time to explain exactly what each point means for advertisers plus marketers. To add visuals towards the story, we also developed quick infographics for each section:
By expanding on what each stat means for your reader, likely to supply your audience with interesting data, establish your own brand’s expertise, and — most importantly — provide your valuable takeaways that visitors can share with others or even use in daily life.
Can’t access original data? Try this alternate.
There are a number of free or affordable tools online that can help weblog teams gain data quickly. But , if you don’t have a survey or polling tool with easy access, or the time to carry out research, we’ve found that external research compilation articles also work well.
Here’s only one example of a high-performing blog post where I compiled and discussed a number of studies that compared millennials and Style Z. In the post’s initial six months, HubSpot data shows that it drove over five, 000 views from social media marketing alone, and more than nine hundred views from referral sources.
Thought Leadership or Professional Interview Posts
Odds are, people within your industry want to get suggestions from experts with high achievements in their field. For those who have access to an industry expert or even thought leader, publishing their original thoughts on your blog can benefit you.
For example , in case your thought leader says something bold, profound, or even somewhat tactical, another publication or blog might quote them and link to the blog post on your site. Additionally , the thought leader and their followers might share the posting via email, social media, or on their own website.
Planning Out Strategic Thought Leadership
As you could technically accept visitor posts from whoever would like to write for you, Nica promotes bloggers to consider finding experts that can write about high-interest subjects in their industry.
“If you are not sure where to start, look for higher search volume topics in your area of expertise, ” Nica says. “Then, use this info to pick the topic for your thought leadership piece. ”
Picking thought leadership angles that have high search volume may help you build content that is SEO friendly. But , based on Nica, this tactic most importantly helps you “ensure that you’re publishing regarding topics readers are actually thinking about. ”
By conducting lookup volume research, our blog team has identified a number of topics that could be covered by industry experts. For instance , the idea for the blog post, “How HubSpot Academy Grew YouTube Subscribers by 450% in 17 Months” came from investigating keywords related to YouTube advertising.
Once we defined a few possible YouTube angles, the blog group asked HubSpot acquisition marketing and advertising manager Bella Valentini to create about how her team implemented SEO tactics on HubSpot Academy’s channel.
“The key phrase ‘Youtube SEO’ has more than 3, 000 searches per month. This means a lot of people are eager to learn about tactics that work with this channel, ” Nica clarifies. “Our thought leadership piece talks about Youtube SEO inside a practical context by informing the story of how Valentini’s strategy increased our subscribers simply by 450% in just 17 weeks, ” Nica says.
Because of the YouTube SEO post’s useful tips and original information, “this article earned 96 backlinks from 51 referring domains without any targeted outreach to promote it, ” based on Nica.
Thought Leadership Alternatives
Sometimes, you can’t get a hectic thought leader or expert to sit down with you for an interview. But , you might be capable of create a helpful, highly-linkable article by asking a number of believed leaders a quick question via email and compiling their own quotes into a roundup.
Since we have a huge team in HubSpot, we love developing roundups with our internal professionals. They’re easy to create plus pull in solid non-organic traffic similarly to full believed leadership pieces. Additionally , we now have also seen similar results through rounding up quotes from external experts.
In a latest Marketing Blog post, we pointed out tips for working remotely straight sourced from seasoned users of our remote staff. This awesome article has received over 17, 000 total views along with 204 referrals and more compared to 1, 300 visits from social media platforms.
Posts That Act as Foundational “Ultimate Guides”
As soon as we’ve written heavily about a topic, such as Instagram Advertising, we’ll compile all the information, information, tips, and assistance our writers have gathered into Ultimate Guides.
These long-form posts, which each consist of internal links to a handful of other blog posts on our website, aren’t just beneficial to SEARCH ENGINE OPTIMIZATION and direct traffic. They also can pull in strong backlinks, according to Nica.
“Usually, the most recommended blog varieties for getting backlinks have authentic research and data in their core. But this isn’t always the case, ” Nica reveals. “For some blog sites, the blog types that complete backlinks are actually ultimate instructions. ”
“If they are visible and easy to find on your site, these guides can easily act as a supporting piece with regard to other articles. This makes them a great link-magnet, ” Nica explains.
Tips for Creating Highly Linkable Content
Along with testing out the content types above on your blog, you should also keep these guidelines in mind as you create site content:
Original content is key.
Internet writers and journalists may link to original quotes plus data that they can’t do it again or create on their own.
Even though you’re a blogger, your own goal should be to publish content that no one can get somewhere else. This type of content could consist of original research, quotes, expert-written posts, images, and video clips. Ask yourself, what will make media type, “According to [your brand]”?
Visibility is essential.
“One of the most frequent errors marketers make when creating linkable content is that they invest 90% of their resources in creation and only 10% on advertising, ” Nica warns. “Links need to be earned naturally to back up the business’ SEO overall performance long-term, but no hyperlinks can be earned if the target audience doesn’t know that content is present in the first place. ”
“Whatever you publish, make sure it’s noticeable. You can start by promoting content on your company’s social media channels or through targeted outreach. Either way, your audience needs to find out about your content before they can link back to it, ” Nica advises.
Nica says you’ll also want to optimize your posts for search engines. Here’s why:
If a blogger from one more company is covering a subject like “email marketing styles, ” they’ll need to find data to support the styles they list. They might begin their research by Googling, “email marketing statistics. ” If your original email data post is one of the first results, there’s a strong chance this writer will click it, find your data valuable, and share it in their own piece
Don’t forget about web design.
“Every time I stumble upon a vintage looking website, I do not think it’s up to date. So , Dont really trust it enough to say it in my article and link back to it, ” Nica admits.
Although Nica can’t confirm or refuse if web design can impact back links, many of us can relate to the experience of bouncing off of a poorly designed website. Plus, when we do this, we’re probably not sharing the content we all saw or helping the particular blog’s search rankings.
“Whether it is thought leadership or a analysis report, make sure you invest in the aesthetic ‘packaging’ of your content with a solid design. This will repay. ”
For example , Nextiva’s Customer support Statistics and Trends within 2020 is not unique. However , it’s design and product packaging guides the audience through a nice reading experience.
“What sets Nextiva’s guide apart from similar online content is usually its carefully crafted design and the experience they provide the reader. It’s no surprise they have more than 700 backlinks to this web page, from over 370 mentioning domains, ” Nica records, using data pulled from Ahrefs.
To learn more about why you ought to embrace a backlink strategy in 2020, check out these promising link-building stats.